This report presents an in-depth exploration of the factors affecting consumer behavior in the search for e-tourism products and services, specifically focusing on Thailand. The study begins with an overview of the tourism industry's significance and the rise of e-tourism, highlighting the shift from traditional travel arrangements to online platforms. The research delves into consumer behavior models, including the AIDA and AIDMA models, and examines the influence of perceived risk, word-of-mouth communication, and social media. The methodology involves a comprehensive literature review, a detailed discussion of research philosophy, approach, design, sampling, data collection, and analysis methods, along with ethical considerations. The data analysis section presents findings through frequency analysis and correlation, addressing key research questions about consumer engagement with e-tourism products and services. The report concludes with a summary of the findings, recommendations for the Thai tourism industry, and suggestions for future research, contributing valuable insights into the evolving landscape of e-tourism.
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